Fulvio Furbatto talks about the evolution of loyalty
Alessia Tripodi, a journalist at Il Sole 24 Ore, interviews Fulvio Furbatto, CEO of the Advice Group, for the Success Stories format.
Fulvio Furbatto retraces the fundamental steps that led the Advice Group to the important goals achieved today: from the intuition that led to the creation of the first digital collection in Italy, to the challenges faced over the years.
The interview focuses on a fundamental question: what is behavioural marketing?
In fact, it has become essential for companies to reformulate the concept of loyalty, moving beyond the transactional approach and focusing on user behaviour towards the brand.
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